Sales and marketing are inherently connected. The sales team relies on content and lead generation from marketing and the marketing team needs sales people to carry out marketing strategies. They both share the same overall goal: to increase revenue for the company. The challenge is to align the sales and marketing departments so that they can efficiently work towards that goal.
Sales vs. Marketing
Only 8% of companies have strong alignment between their sales and marketing departments. There are fundamental differences in how those departments handle leads and customers. Marketing teams maintain a long-term focus because they have to ensure that the company’s branding is strong and content is relevant. Sales departments generally cater to shorter-term revenue goals. They have to meet regular quotas so they want as many leads in the pipeline as possible. However, marketing teams are focused on lead quality more so than quantity.
Sales people are on the front lines talking directly to leads and customers, so they have a deep knowledge of specific customer pain points. Marketing departments typically only communicate with customers indirectly through emails and nurture campaigns. This makes it difficult for them to focus on specific pain points but gives them a deeper understanding of who the target market is.
Focus on the Customer
Revenue is important. In fact, it’s critical to sustain and grow your business. But to reach higher revenue you have to focus on where the money is coming from – the customer. Aligning your sales and marketing departments to your ideal customer’s needs is a complicated task. The first step is to clean and grow your existing B2B data. This will allow you to perform a detailed data analysis to segment your B2B data and uncover your best buyers and hidden opportunities. Creating buyer personas will tell you who your best customers are and help you to better understand their buying process so you can make better business decisions.
Aligning Sales and Marketing
Communication is the key to making sure that sales and marketing departments are aligned. Together, they should establish what defines a lead, qualified lead, and opportunity. They should determine which business practices to follow, metrics to use, and how to define success. Lead scoring by creating buyer personas can allow you to better understand where your prospects are in their buying cycle. Have a data company, like ZoomInfo, make it easier for you to strategize how to define lead scoring throughout the process.
Marketing departments should leverage buyer personas to create valuable, relevant content for leads throughout the buying cycle. Improving the buying cycle for the right leads will help expand your pipeline. Sales people will be more efficient because they’ll reach the most relevant market and prospects that are most likely to buy. Creating a shared pipeline will help both departments stay in touch with what customers really want to improve their buying experience.
Have a B2B data company such as ZoomInfo run a detailed data analysis on your existing B2B database! Our data scientists will identify your buyer personas for you so you know you can segment your data and send the most relevant messages to your audience. Contact ZoomInfo for more information by calling 866-904-9666.